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| Tekijä: | Wakolbinger, L.M. Denk, M. Oberecker, K. |
| Otsikko: | The effectiveness of combining online and print advertisements. Is the whole better than the individual parts? |
| Lehti: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 360-372 |
| Asiasana: | advertising research advertising effectiveness advertising campaigns advertising media planning media selection |
| Vapaa asiasana: | Internet advertising print advertising |
| Kieli: | eng |
| Tiivistelmä: | During the last years, cross-media advertising has received wide attention from practitioners. This study analyzes advertising effectiveness (hereafter as: adv-eff.) of print and online media and the impact of combining these two media forms on overall adv-eff. There is support found for existing findings that print and online advertising feature the same adv-eff. This study's experimental data, however, also indicate cross-media advertising advantages. |
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